Fashion
JULY 2016: THIRD-PARTY RETAILERS
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Retailers by EMV
4
EMV Performance by Channel
7
Trending EMV Performance
8
WORD CLOUDS
10
TOP INFLUENCERS BY RETAILER
TRIBE DYNAMICS
Earned Media Value Earned Media Value (EMV) is Tribe Dynamics’ prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Our holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.
In an effort to ensure that we are always providing the most insightful data and analysis to help you better understand the latest digital trends, we consistently improve our measurement of earned media performance. As we continue to advance our own understanding of earned media and learn about the industry, we will update our analytics to reflect new knowledge and innovations.
2
TRIBE DYNAMICS
3
TOP 10 RETAILERS BY EMV $53,631,842
Revolve Nordstrom
$47,031,111 $33,637,978
ASOS Topshop
$24,730,432
Urban Outfitters Anthropologie Nasty Gal
$21,717,366 $7,675,603 $7,128,912
Net-a-Porter
$5,577,630
Shopbop
$5,559,332
Macy's
$4,721,173
EMV LEADERBOARD HIGHLIGHTS
1.
Revolve hosted its influencer family, which included Kim Kardashian and Chrissy Teigen, at the brand’s Hamptons House to celebrate the Fourth of July and the launch of the Majorelle Collection. Mentions of Revolve and the Hamptons drove $31.2M EMV, which fueled the retailer’s impressive 200% month-over-month growth.
2.
Nordstrom overtook ASOS and Topshop, thanks to a boost from its Anniversary Sale, with #nsale generating $18.9M EMV. Influencer sincerelyjules (3.9M Instagram followers) launched her clothing line and met with her followers in Nordstrom stores, netting $464.8K EMV.
3.
Veteran fashion blogger garypeppergirl took over Net-a-Porter’s Instagram account to chronicle her Mykonos vacation.
TRIBE DYNAMICS
4
BLOG Nordstrom
$3,090,746
ASOS
$1,310,225
Topshop
$881,986
Macy's
$632,993
Urban Outfitters
$492,412
Anthropologie
$430,348
Net-a-Porter Shopbop Revolve Nasty Gal
$340,553 $239,590 $170,947 $143,774
YOUTUBE ASOS
$5,730,348
Urban Outfitters
$2,554,684
Nordstrom
$2,478,287
Topshop
$2,224,604
Nasty Gal Revolve Macy's Anthropologie Net-a-Porter Shopbop
$614,492 $388,524 $327,776 $224,695 $121,439 $66,204
TRIBE DYNAMICS
5
FACEBOOK Revolve
$2,669,012
Nordstrom
$1,940,259
ASOS
$814,588
Macy's
$713,360
Topshop
$627,279
Net-a-Porter
$399,137
Urban Outfitters Anthropologie
$345,353 $156,905
Shopbop
$50,415
Nasty Gal
$34,390
INSTAGRAM Revolve
$49,481,010
Nordstrom
$35,309,593
ASOS
$24,332,070
Topshop
$19,962,413
Urban Outfitters
$15,811,469
Nasty Gal
$5,947,265
Anthropologie
$5,623,735
Shopbop Net-a-Porter Macy's
$5,037,493 $4,549,591 $2,430,394
TRIBE DYNAMICS
6
TWITTER Nordstrom
$1,054,545
Urban Outfitters
$392,297
ASOS
$375,998
Macy's
$310,000
Topshop
$297,500
Revolve
$237,700
Net-a-Porter
$91,700
Shopbop
$84,100
Anthropologie Nasty Gal
$49,700 $32,800
PINTEREST Nordstrom
$3,157,680
Urban Outfitters
$2,121,150
Anthropologie
$1,190,220
ASOS
$1,074,750
Topshop
$736,650
Revolve
$684,650
Nasty Gal Macy's
$356,190 $306,650
Shopbop
$81,530
Net-a-Porter
$75,210
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $14,795,712
Revolve
$53,631,842 262.48% $16,324,072
Nordstrom ASOS Topshop Urban Outfitters Anthropologie Nasty Gal
$47,031,111 188.11% $7,789,107 $33,637,978 331.86% $8,835,822 $24,730,432 179.89% $5,336,300 $21,717,366 306.97% $3,138,330 $7,675,603 144.58% $3,764,309 $7,128,912 89.38%
Net-a-Porter
$1,001,552 $5,577,630 456.90%
Shopbop
$1,063,660 $5,559,332 422.66%
Macy's
$5,528,003 $4,721,173 -14.60%
JULY 2015 JULY 2016
TRIBE DYNAMICS
8
Word Clouds Each cloud contains words that are associated with significantly more EMV for that brand versus other brands in the set. Words are sized by relative EMV generated.
REVOLVE
NORDSTROM
ASOS
TOPSHOP
TRIBE DYNAMICS
9
URBAN OUTFITTERS
ANTHROPOLOGIE
NASTY GAL
NET-A-PORTER
SHOPBOP
MACY’S
TRIBE DYNAMICS
10
Top Influencers An influencer’s EMV represents the EMV the influencer generated for the brand on all of their active channels in July 2016. The percentage displayed represents the influencer’s contribution to the brand’s total EMV.
REVOLVE $53,631,842 EMV
camilacoelho $4,151,306 7.74% of total EMV
lovelypepa $2,856,083 5.33%
chiaraferragni $2,372,414 4.42%
alexcentomo $2,308,375 4.30%
inthefrow $2,025,243 3.78%
emilyanngemma $1,290,095 2.74%
Shaaanxo $1,044,090 2.22%
joeygraceffa $709,345 1.51%
NORDSTROM $47,031,111 EMV
cmcoving $1,601,334 3.40%
rachparcell $1,554,885 3.31%
TRIBE DYNAMICS
11
ASOS $33,637,978 EMV
Shaaanxo $1,251,365 3.72%
oliviaemilyx $816,745 2.43%
samanthamariaofficial $690,377 2.05%
aww.sam $611,370 1.82%
itsmarziapie $596,382 1.77%
thriftsandthreads $740,675 2.99%
tesschristinexo $578,712 2.34%
amandaensing $508,929 2.06%
thepinkdiary $366,820 1.69%
prettylittlefawn $358,025 1.65%
misstiffanyma $354,325 1.63%
conveythemoment $226,710 2.95%
Sweetie Pie Style $154,300 2.01%
Tanya Burr $152,798 1.99%
TOPSHOP $24,730,432 EMV
Nordstrom $937,663 3.79%
Tanya Burr $881,719 3.57%
URBAN OUTFITTERS $21,717,366 EMV
newdarlings $916,780 4.22%
tesschristinexo $701,929 3.23%
ANTHROPOLOGIE $7,675,603 EMV
livingnotes $399,505 5.20%
rachparcell $394,430 5.14%
TRIBE DYNAMICS
12
NASTY GAL $7,128,912 EMV
amrezy $335,302 4.70%
jemerced $315,174 4.42%
bridgethelene $253,945 3.56%
jennettemccurdy $238,171 3.34%
claudiasulewski $230,692 3.24%
thefashionguitar $316,495 11.79%
ohhcouture $286,616 5.67%
elizabethjanebishop $204,821 5.14%
rachparcell $328,370 5.91%
Jamie Chung $206,560 3.72%
ninaagdal $204,928 3.69%
Taryn Manning $162,134 3.43%
Hello Fashion Blog $138,960 2.94%
George Watsky $117,233 2.48%
NET-A-PORTER $5,577,630 EMV
Rachel Zoe $684,690 3.67%
garypeppergirl $657,452 12.28%
SHOPBOP $5,559,332 EMV
lioninthewild $441,380 7.94%
marianna_hewitt $342,045 6.15%
MACY’S $4,721,173 EMV
princesspiamia $490,393 10.39%
nikkietutorials $167,464 3.55%
T RI BE DYNAMICS
Fashion
TRIBE DYNAMICS
1
Contents 2
EARNED MEDIA VALUE
3
Top 10 Retailers by EMV
4
EMV Performance by Channel
7
Trending EMV Performance
8
WORD CLOUDS
10
TOP INFLUENCERS BY RETAILER
TRIBE DYNAMICS
Earned Media Value Earned Media Value (EMV) is Tribe Dynamics’ prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Our holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.
In an effort to ensure that we are always providing the most insightful data and analysis to help you better understand the latest digital trends, we consistently improve our measurement of earned media performance. As we continue to advance our own understanding of earned media and learn about the industry, we will update our analytics to reflect new knowledge and innovations.
2
TRIBE DYNAMICS
3
TOP 10 RETAILERS BY EMV $53,631,842
Revolve Nordstrom
$47,031,111 $33,637,978
ASOS Topshop
$24,730,432
Urban Outfitters Anthropologie Nasty Gal
$21,717,366 $7,675,603 $7,128,912
Net-a-Porter
$5,577,630
Shopbop
$5,559,332
Macy's
$4,721,173
EMV LEADERBOARD HIGHLIGHTS
1.
Revolve hosted its influencer family, which included Kim Kardashian and Chrissy Teigen, at the brand’s Hamptons House to celebrate the Fourth of July and the launch of the Majorelle Collection. Mentions of Revolve and the Hamptons drove $31.2M EMV, which fueled the retailer’s impressive 200% month-over-month growth.
2.
Nordstrom overtook ASOS and Topshop, thanks to a boost from its Anniversary Sale, with #nsale generating $18.9M EMV. Influencer sincerelyjules (3.9M Instagram followers) launched her clothing line and met with her followers in Nordstrom stores, netting $464.8K EMV.
3.
Veteran fashion blogger garypeppergirl took over Net-a-Porter’s Instagram account to chronicle her Mykonos vacation.
TRIBE DYNAMICS
4
BLOG Nordstrom
$3,090,746
ASOS
$1,310,225
Topshop
$881,986
Macy's
$632,993
Urban Outfitters
$492,412
Anthropologie
$430,348
Net-a-Porter Shopbop Revolve Nasty Gal
$340,553 $239,590 $170,947 $143,774
YOUTUBE ASOS
$5,730,348
Urban Outfitters
$2,554,684
Nordstrom
$2,478,287
Topshop
$2,224,604
Nasty Gal Revolve Macy's Anthropologie Net-a-Porter Shopbop
$614,492 $388,524 $327,776 $224,695 $121,439 $66,204
TRIBE DYNAMICS
5
FACEBOOK Revolve
$2,669,012
Nordstrom
$1,940,259
ASOS
$814,588
Macy's
$713,360
Topshop
$627,279
Net-a-Porter
$399,137
Urban Outfitters Anthropologie
$345,353 $156,905
Shopbop
$50,415
Nasty Gal
$34,390
INSTAGRAM Revolve
$49,481,010
Nordstrom
$35,309,593
ASOS
$24,332,070
Topshop
$19,962,413
Urban Outfitters
$15,811,469
Nasty Gal
$5,947,265
Anthropologie
$5,623,735
Shopbop Net-a-Porter Macy's
$5,037,493 $4,549,591 $2,430,394
TRIBE DYNAMICS
6
TWITTER Nordstrom
$1,054,545
Urban Outfitters
$392,297
ASOS
$375,998
Macy's
$310,000
Topshop
$297,500
Revolve
$237,700
Net-a-Porter
$91,700
Shopbop
$84,100
Anthropologie Nasty Gal
$49,700 $32,800
PINTEREST Nordstrom
$3,157,680
Urban Outfitters
$2,121,150
Anthropologie
$1,190,220
ASOS
$1,074,750
Topshop
$736,650
Revolve
$684,650
Nasty Gal Macy's
$356,190 $306,650
Shopbop
$81,530
Net-a-Porter
$75,210
TRIBE DYNAMICS
7
YEAR-OVER-YEAR GROWTH IN EMV $14,795,712
Revolve
$53,631,842 262.48% $16,324,072
Nordstrom ASOS Topshop Urban Outfitters Anthropologie Nasty Gal
$47,031,111 188.11% $7,789,107 $33,637,978 331.86% $8,835,822 $24,730,432 179.89% $5,336,300 $21,717,366 306.97% $3,138,330 $7,675,603 144.58% $3,764,309 $7,128,912 89.38%
Net-a-Porter
$1,001,552 $5,577,630 456.90%
Shopbop
$1,063,660 $5,559,332 422.66%
Macy's
$5,528,003 $4,721,173 -14.60%
JULY 2015 JULY 2016
TRIBE DYNAMICS
8
Word Clouds Each cloud contains words that are associated with significantly more EMV for that brand versus other brands in the set. Words are sized by relative EMV generated.
REVOLVE
NORDSTROM
ASOS
TOPSHOP
TRIBE DYNAMICS
9
URBAN OUTFITTERS
ANTHROPOLOGIE
NASTY GAL
NET-A-PORTER
SHOPBOP
MACY’S
TRIBE DYNAMICS
10
Top Influencers An influencer’s EMV represents the EMV the influencer generated for the brand on all of their active channels in July 2016. The percentage displayed represents the influencer’s contribution to the brand’s total EMV.
REVOLVE $53,631,842 EMV
camilacoelho $4,151,306 7.74% of total EMV
lovelypepa $2,856,083 5.33%
chiaraferragni $2,372,414 4.42%
alexcentomo $2,308,375 4.30%
inthefrow $2,025,243 3.78%
emilyanngemma $1,290,095 2.74%
Shaaanxo $1,044,090 2.22%
joeygraceffa $709,345 1.51%
NORDSTROM $47,031,111 EMV
cmcoving $1,601,334 3.40%
rachparcell $1,554,885 3.31%
TRIBE DYNAMICS
11
ASOS $33,637,978 EMV
Shaaanxo $1,251,365 3.72%
oliviaemilyx $816,745 2.43%
samanthamariaofficial $690,377 2.05%
aww.sam $611,370 1.82%
itsmarziapie $596,382 1.77%
thriftsandthreads $740,675 2.99%
tesschristinexo $578,712 2.34%
amandaensing $508,929 2.06%
thepinkdiary $366,820 1.69%
prettylittlefawn $358,025 1.65%
misstiffanyma $354,325 1.63%
conveythemoment $226,710 2.95%
Sweetie Pie Style $154,300 2.01%
Tanya Burr $152,798 1.99%
TOPSHOP $24,730,432 EMV
Nordstrom $937,663 3.79%
Tanya Burr $881,719 3.57%
URBAN OUTFITTERS $21,717,366 EMV
newdarlings $916,780 4.22%
tesschristinexo $701,929 3.23%
ANTHROPOLOGIE $7,675,603 EMV
livingnotes $399,505 5.20%
rachparcell $394,430 5.14%
TRIBE DYNAMICS
12
NASTY GAL $7,128,912 EMV
amrezy $335,302 4.70%
jemerced $315,174 4.42%
bridgethelene $253,945 3.56%
jennettemccurdy $238,171 3.34%
claudiasulewski $230,692 3.24%
thefashionguitar $316,495 11.79%
ohhcouture $286,616 5.67%
elizabethjanebishop $204,821 5.14%
rachparcell $328,370 5.91%
Jamie Chung $206,560 3.72%
ninaagdal $204,928 3.69%
Taryn Manning $162,134 3.43%
Hello Fashion Blog $138,960 2.94%
George Watsky $117,233 2.48%
NET-A-PORTER $5,577,630 EMV
Rachel Zoe $684,690 3.67%
garypeppergirl $657,452 12.28%
SHOPBOP $5,559,332 EMV
lioninthewild $441,380 7.94%
marianna_hewitt $342,045 6.15%
MACY’S $4,721,173 EMV
princesspiamia $490,393 10.39%
nikkietutorials $167,464 3.55%
